Premier Foods has unveiled its Christmas line-up with a move to boost festive sales within its ambient portfolio.

The manufacturing giant has launched a number of new seasonal lines under its Mr Kipling brand, including iced-top mince pies and mince pies with custard (both rsp: £1.79). Other additions to the roster include frosty cupcakes (rsp: £2.29) and festive whirls (rsp: £1.49).

Cadbury mini rolls are getting a cherry & vanilla twist (rsp: £1.45) and the company is adding a Cadbury Festive Selection to its range next month (rsp: £3.49).

Festive favourites including Cadbury Snow Star Cakes, Yule logs and Cadbury Festive Flake Cake will also return to the shelves.

Premier head of category strategy Bea Avery tipped strong sales for cakes and other ambient products in the run-up to Christmas as shoppers look to spread their costs.

“Christmas can be quite stressful for shoppers and consumers who want to get everything right within a budget,” she said. “This is where ambient food can help by relieving some of the stress as consumers can purchase some products well in advance and spread the cost.”

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